ISLAMABAD , PAKISTAN
CASE STUDY
venture capital
Product design
01 / OVERVIEW
OpenVC brings investor discovery, pitch-deck sharing, introductions, and fundraising tools into one platform. This project focused on a central part of that experience: the investor profile. The redesign needed to help founders decide who to approach while giving investors a polished, credible page they would want to share.
Founders evaluating fit. Investors communicating their identity.
A consistent structure for profiles with different amounts of content.
Investor profiles within OpenVC’s fundraising workspace.
02 / My contribution
I worked on the profile redesign from competitive research and Figma wireframes through iteration and detailed interface design. The work balanced what founders need to evaluate with how investors want to present themselves.
Reviewed competing profiles and presentation patterns.
Explored nine iterations, including logged-in, logged-out & edit mode layouts.
Refined hierarchy, navigation, profile modules, and outreach actions.
03 / Timeline
The process involved five days of competitor research and roughly three weeks of wireframe iteration. High-fidelity design followed, with further changes to the arrangement of content. The project was completed in 1.5 months.
Studied competitor profiles and identified useful patterns.
Explored nine versions and addressed shared feedback.
Resolved the profile hierarchy and applied the visual system.
04 / Problem statement
The existing profile presented investor information, but the stated business concern was that investors did not find the page compelling enough to share with their networks. For founders, the design challenge was making a dense set of facts useful during a fast assessment of fit.
OLD INVESTOR PROFILE
How might one profile help a founder decide and give an investor a page worth sharing?
05 / Solution
The redesigned profile combines a structured investor overview with deeper sections for team, portfolio, reviews, deal flow, and jobs. It supports a quick scan first, with more detail available as the founder’s interest grows.
06 / User personas
The profile must serve the person represented on the page and the person deciding whether to make contact. These two working personas summarize the needs implied by the redesign; they are not interview participants.
The investor
01
Context
Needs a profile that can represent the firm beyond the platform.
Friction
A generic listing that understates the team, thesis, track record, or requirements.
Needs
A shareable identity, clear investment criteria, credible proof, and accurate content
Jordan Lee
Partner at an early-stage fund
The founder
02
Context
Compares several profiles while preparing a fundraising round.
Friction
Scattered eligibility details, uncertain responsiveness, and unclear contact routes.
Needs
Investment fit, credible evidence, introduction options, and a visible next action.
Alex Morgan
Early-stage startup founder
08 / Empathy maps
A founder arrives with a fit decision to make. An investor wants the page to represent the firm accurately. Mapping both perspectives keeps usability and presentation connected.
“This page should explain what makes our firm different.”
“Will relevant founders understand our focus before reaching out?”
Reviews how the firm is represented and considers sharing the profile.
Protective of the firm’s reputation; proud when the page tells a credible story.
“This page should explain what makes our firm different.”
“Will relevant founders understand our focus before reaching out?”
Reviews how the firm is represented and considers sharing the profile.
Protective of the firm’s reputation; proud when the page tells a credible story.
One profile. Four perspectives.
“This page should explain what makes our firm different.”
“Will relevant founders understand our focus before reaching out?”
Reviews how the firm is represented and considers sharing the profile.
Protective of the firm’s reputation; proud when the page tells a credible story.
One profile. Four perspectives.
“This page should explain what makes our firm different.”
“Will relevant founders understand our focus before reaching out?”
Reviews how the firm is represented and considers sharing the profile.
Protective of the firm’s reputation; proud when the page tells a credible story.
09 / Wireframing & iteration
The wireframe board shows nine versions of the investor profile. The early layouts explore long-form overview content, side summaries, profile actions, and supporting modules. Later work consolidates the page around section navigation and a more deliberate relationship between information and outreach.
| Area | Earlier exploration | Final presentation |
|---|---|---|
| Core facts | A right-side summary beside long overview blocks. | Key investment criteria grouped at the top of Overview. |
| Outreach context | Open and reply rates appear with header actions. | Reply rate and response time sit with Submit Deck in a distinct panel. |
| Supporting content | Many modules sit along one long page. | Named sections provide clearer entry points into team, portfolio, and reviews. |
10 / Design decisions
The final interface uses a compact header, labeled navigation, quiet content surfaces, and a strong magenta accent for key actions. The hierarchy supports both a quick scan and a deeper review without removing the information that makes each investor distinctive.
Stage, themes, geography, and check information help founders judge relevance before reading the full narrative.
Response context, Submit Deck, and introduction options form a recognizable action area.
Team rows, portfolio entries, and founder reviews give substance to the investor’s public identity.
Labeled sections and “See all” controls let the interface summarize dense content while offering detail.
11 / Final design
The final screens bring the investor’s story and the founder’s decision into one visual system. Overview establishes fit; Team makes the people approachable; Portfolio and Reviews provide evidence; Deal Flow and discovery modules add context and onward routes.
